The annual stag sales have all but passed and again there is much publicity for stags that have reached values in the $20,000-$67,000 range.

However nearly all these high priced stags have genetics suited mostly to the velvet and trophy sector and the writer wonders whether deer farmers have got their breeding objectives right?

The venison industry is about seven times as valuable as the velvet sector and yet purchasers of sire stags value velvet genetics higher than meat growing attributes.

While it is understood that velvet genes are more highly hereditable than genes associated with venison production, one breeder has made spectacular progress in venison growth rates and dominates the gene pool in that area and proves good progress is achievable.

The industry recognises this in its growth goals with a "More deer, heavier and earlier" theme and information by DEERSelect provides key genetic information of leading stags to help farmers make profitable genetic choices. But it is not being used extensively enough by the industry and the question is why?

It has been stated by industry research leaders that this national deer recording scheme introduced 6 years ago has not experienced the industry uptake desired, and there has been insufficent exchange of genetics between breeders.

A Deer Progeny Test scheme was initiated last year and aims to address some of these issues with a focus on venison quality and quantity.

800 odd hinds have been inseminated with semen from 9 maternal and 5 terminal sires and run over two farms . The progeny are born now and the first evaluation wll be revealed at weaning and continue to slaughter this year.

The whole industry should follow these results with interest with a goal to improve productivity performance to survive in a now competitive land use livestock market.

This industry has hidden behind high priced product prices for too long and needs to improve its on farm productive perforrnace if it is to survive among its dairy and sheep competitors.

Share your views on the deer industry's breeding direction and thought on whether it can grow and compete with its livestock counterparts.